Tinder has launched a new feature on its famous dating app to help online daters feel more secure meeting people offline for the first time.
The reason is not clear but dating apps have slowed down in terms of user engagement, new downloads, and overall revenues from subscriptions. Tinder’s year-on-year paying customers have dropped by 8% to 10 million. As of January, there were only 12.7 million Tinder app installs across Android and iOS devices in the USA, showing a 2.38% growth instead of 16% last year. Amid slowing down traction in the dating industry, Tinder has launched a new feature that enhances safety and engagement.
The newly launched feature, called ‘Share My Date’, allows users to share the details of their dates, profiles, location, and timings with friends and family. The unique effort may help Tinder capitalize on an already slow market and capture the maximum revenue share compared to its competitors like Bumble. The parent company of Tinder owns many of Tinder’s competitors like OKCupid, Match, Hinge, PlentyOfFish, and others. This will help prioritize revenue generation and marketing efforts on Tinder while reducing competitor presence effectively.
The Share My Date feature is activated for a limited time for every match, to prevent external social sharing of the profiles. Share My Date links are viewable by anyone, including app and non-app users expanding accessibility of the security measures. The latest feature will be rolled out gradually in the U.S., U.K., Australia, Canada, France, Spain, Italy, Netherlands, India, Germany, Ireland, Japan, Brazil, Singapore, Switzerland, Mexico, Korea, Vietnam, and Thailand. Other countries will get the updates later on this year.
“At Tinder, we continue to release new features that aim to create a fun, safe, and respectful experience for all,” said Tinder’s CMO, Melissa Hobley. “Discussing plans with friends and family is a time-honored dating ritual. Share My Date streamlines this basic info-sharing so singles can jump right to the exciting part, from figuring out what to wear to prepping conversation topics.”
The feature introduction is backed by Tinder’s in-app user data analysis which revealed that over 51% singles aged below 30 share their date details with friends and family. This works like a subtle SOS preparation while providing the comfort of safety, which enhances the overall offline dating experience.
